How to get more Google reviews without breaking Google's rules or federal law

Google says more reviews and positive ratings can help your local ranking. The rules on how you get them are stricter than most people think, though, and two sets of rules apply: Google's own content policy and federal law enforced by the FTC.

This guide covers both, with the exact steps and short scripts you can copy. Everything was checked against Google's and the FTC's own pages on October 31, 2026. These rules change, so the sources are listed at the end.

The short version

Where the two disagree, follow the stricter one. For Google reviews, that is almost always Google.

Google's rules for reviews

Google's rules sit in the Prohibited & restricted content policy for Google Maps, mainly under the sections named Fake Engagement, Rating Manipulation and Misrepresentation.

What Google allows

Asking is fine. Google lets businesses "solicit or encourage the posting of content that does represent a genuine experience," as long as they do it "without offering incentives to do so or attempting to influence the rating or the contents of the review."

What Google prohibits

• Incentives. Businesses may not "offer incentives – such as payment, discounts, free goods and/or services - in exchange for posting any review or revision or removal of a negative review." That includes money off the next service call, a gift card, or an entry into a drawing. Paying someone to change or remove a bad review counts too.
• Review gating. Businesses may not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." The classic example is a message that says "Happy? Review us on Google. Not happy? Call us first." It also covers sending your link only to the jobs that went well.
• Pressure and scripted content. Google says businesses "should not require or pressure users to leave ratings or write reviews while on the premises, nor should they request that specific content be included." On a job site, the premises is usually the customer's home, but the point is the same: ask once, then leave it with them.
• Naming staff. Google lists "merchants requesting that staff solicit reviews that include specific content," "including content that identifies a staff member." So no "mention Mike by name" requests, and no per-review bonuses for techs who get named.
• Conflicts of interest. Content "based on a conflict of interest" is prohibited. Google's examples include "current or former employment," "a contractual or consultory relationship," and "familial relationships." Your spouse, your crew, your ex-foreman and your supplier should not review you. Trading reviews with other local businesses that never hired you breaks the genuine-experience rule.
• Posting for others. Google prohibits "content that has been posted from multiple accounts by or at the request of one person." Don't post from a customer's phone or account for them, and don't write a review for them to paste in.
• Reviewing competitors. Posting content on a competitor's page "to undermine that business' or product's reputation" is fake engagement.

What happens if you break them

Google removes the reviews that break the policy. If Google decides the business owner broke the Fake Engagement policy, its page on Business Profile restrictions says it may also restrict the profile:

• The profile "will not be able to receive new reviews or ratings for set period of time."
• Its "existing reviews or ratings will be unpublished for set period of time."
• It "will display a warning to let consumers know that fake reviews were removed."

Google says it "will notify business owners via email if we plan to apply a restriction," and that businesses can appeal. It does not publish how long a restriction lasts. Its Consumer Alerts page tells the public they may see a banner saying suspicious reviews were removed. For accounts that break the rules, the main policy says Google may take "actions that will range from suspending the account privileges to account termination."

The FTC rule on fake reviews

The federal rule is the Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, codified as 16 CFR Part 465. The FTC announced the final rule on August 14, 2024. The Federal Register notice says: "This rule is effective October 21, 2024." It applies to businesses, not to ordinary consumers, and the FTC's Q&A sets no size cutoff. It covers reviews on your own website and on third-party sites like Google.

What it bans, in plain terms:

• Fake reviews (section 465.2). A business may not "write, create, or sell" a review that misrepresents that the reviewer exists, that they actually used the business, or what their experience was. The FTC's announcement names AI-generated fake reviews as an example. Buying or spreading reviews you knew, or should have known, were fake is also banned.
• Buying reviews (465.4). No "compensation or other incentives in exchange for, or conditioned expressly or by implication on," reviews "expressing a particular sentiment, whether positive or negative." Paying for five-star reviews of your business or one-star reviews of a competitor is covered either way.
• Insider reviews (465.5). Owners, executives and managers who review their own business must clearly disclose the relationship. Owners and managers may not ask staff or immediate relatives (a spouse, parent, child or sibling) for reviews when they encourage them not to disclose the connection or fail to tell them to disclose it.
• Review suppression (465.7). No "unfounded or groundless legal threat, a physical threat, intimidation, or a public false accusation" to stop or remove a review. If your website shows customer reviews, you also can't present them as all or most of your reviews when you've hidden the bad ones.
• The rule also bans fake "independent" review sites a business controls, and buying or selling fake followers or views.

Review gating. The rule does not name it. In its Questions and Answers the FTC says "the rule does not contain a specific prohibition against such conduct," but "this practice could violate the FTC Act." Its guide for marketers says it plainly: "Don't ask for reviews only from customers you think will leave positive ones."

Penalties. The Q&A says the rule "authorizes courts to impose civil penalties for knowing violations." The current maximum for violating an FTC rule is $53,088 per violation (16 CFR 1.98, checked October 31, 2026). That is the 2025 figure: in a September 2026 notice the FTC said it would make no inflation adjustment in 2026.

Where Google is stricter. The FTC allows an incentive that isn't tied to a positive review, but it says that leaving the incentive undisclosed could still violate the FTC Act. Google bans incentives completely. The FTC allows a disclosed employee review. Google bans it as a conflict of interest. On Google, follow Google.

The Consumer Review Fairness Act: no "no bad reviews" clauses

The Consumer Review Fairness Act of 2016 (Public Law 114-258, signed December 14, 2016) makes certain clauses in standard customer contracts void, and makes it illegal even to offer a contract that contains them. According to the FTC's guide, Consumer Review Fairness Act: What Businesses Need to Know, you can't use a contract provision that:

• "bars or restricts the ability of a person who is a party to that contract to review" your business,
• "imposes a penalty or fee against someone who gives a review," or
• "requires people to give up their intellectual property rights in the content of their reviews."

It covers "online reviews, social media posts, uploaded photos, videos, etc." and reviews of your customer service. It applies to form contracts, meaning standard terms the customer can't really negotiate, like your estimate template, work order, contract or website terms. The FTC says it "doesn't apply to employment contracts or agreements with independent contractors." Under the law, the FTC and state attorneys general can enforce it.

You can still remove some content from your own website, such as private information, harassing or obscene material, content unrelated to your work, or content that is "clearly false or misleading." The FTC warns that an opinion you disagree with is unlikely to meet that last test.

What to do this week: read your estimate form, contract and website terms. Delete any "non-disparagement," "no negative reviews" or "review fee" clause.

States can add their own rules. California, for example, bans these clauses in consumer contracts under Civil Code section 1670.8. As enacted in 2014 (AB 2365), it allows civil penalties of up to $2,500 for a first violation, $5,000 for later ones, and up to $10,000 more for willful, intentional or reckless violations. For other states, check your state attorney general's consumer protection office.

Get your review link and QR code

Google's help page, Create a Google link or QR code to request reviews, describes one method, on a computer.

On a computer

1. Go to your Business Profile at business.google.com. Sign in with the Google Account that manages your profile if asked.
2. Select Read reviews, then select Get more reviews.
3. To copy your link, select the Copy icon.
4. To save the QR code, right-click it and select Save image as...

Google's help page doesn't list separate steps for Google Search or desktop Google Maps. Use business.google.com.

In the Google Maps app

Google's help page says: "Currently, reviews QR codes can only be generated on a computer browser, not on mobile devices." It doesn't give app steps for the review link either. In the Maps app you can manage your profile by tapping Business at the bottom right (per Google's Edit your Business Profile page), but for the link and QR code, do this:

1. Get the link and QR code once on a computer, using the steps above.
2. Text or email the link to yourself and save it as a text shortcut or note on your phone, so you can paste it from the truck.
3. Save the QR code image to your phone too, and send it to your printer for leave-behind cards.

Where to put it

Google suggests receipts, thank-you emails and a printed QR code. For a contractor, that means:

• your final invoice (paper and email),
• the thank-you text you send when the job closes,
• a small card with the QR code that you leave with the paperwork.

Customers need a Google Account to leave a review. Google says they can create one with a non-Gmail address. On Google's Create a Google Account page, the option is called Use your existing email.

When and how to ask on a job

The rule that keeps you safe from review gating is simple: ask every customer, at the same point in every job, the same way.

• Pick your moment and stick to it. A good one is the final walkthrough, or when you send the final invoice. Small repairs and big remodels get the same request.
• Ask once in person, then send the link the same day. People forget a verbal request by dinner.
• Don't hover. Don't hand them your phone or tablet, don't wait while they type, and don't post anything for them.
• Follow up once. If there's no review after a few days, send one short reminder. Then stop. No third message, no calls about it.
• Don't skip the unhappy ones. If a job has an open problem, fix it, but still send the same request you send everyone else. Holding the link back from customers with complaints is selective solicitation.

In person, at the walkthrough

"Thanks for having us. One favor: if you have a minute, an honest review on Google helps us a lot, whatever you thought of the job. I'll text you the link tonight."

Text message, same day

"Hi [Name], this is [Your name] with [Company]. Thanks for having us out for the [water heater install]. If you have a minute, we'd appreciate an honest Google review: [link]. Thank you!"

The one follow-up text, a few days later

"Hi [Name], [Your name] from [Company] again. Resending the review link in case it got buried: [link]. If you'd rather not, no problem at all. Thanks again."

Email, same day

Subject: Thanks from [Company]

"Hi [Name],

Thanks for choosing [Company] for your [roof repair]. If you have two minutes, we'd appreciate an honest review on Google. It helps other homeowners in [town] decide who to call:

[link]

Thank you, [Your name] [Company] · [phone]"

For Spanish-speaking customers (text)

"Hola [Nombre], le escribe [Su nombre] de [Empresa]. Gracias por contratarnos para [la instalación del calentador de agua]. Si tiene un minuto, le agradeceríamos una reseña honesta en Google: [enlace]. ¡Gracias!"

What not to say

• "Please leave us five stars." (That tries to influence the rating.)
• "If you're happy, review us on Google. If not, call me first." (That's gating.)
• "Mention Mike by name in the review." (That's requesting specific content and naming staff.)
• "Leave a review and get $25 off your next service." (That's an incentive.)
• "Here's something you could write..." (That's requesting specific content.)

Replying to reviews

You have to verify your business before you can reply. On a computer, go to your Business Profile, select Read reviews, select the Reply icon next to the review, write your reply, and select Reply (Manage customer reviews). Google checks replies against its content policies: they "usually take up to 10 minutes to review, but sometimes a review can take up to 30 days." The reviewer is notified when you reply, and they can still change their review afterward. If they do, Google shows the date of the latest edit (Google Maps Help). You can edit or delete your reply later from Read reviews.

Google's tips boil down to this: keep replies short, polite and specific, and "avoid using your response to offer deals or promotions." For negative reviews, Google says to never share a reviewer's private information, to apologize when appropriate, to explain what you can and can't control, to respond promptly, and to move complex issues to phone or email.

A good review

"Thanks, [Name]. Glad the new panel is working and that the crew kept your garage clean. Call us anytime. – [Your name], [Company]"

Only repeat details the reviewer already made public. Don't add their street, the price or anything else they didn't mention.

A bad review

"[Name], I'm sorry the cleanup wasn't what you expected. That's not our standard, and I'd like to make it right. Please call me directly at [phone]. – [Your name], owner"

A bad review over something you couldn't control

"[Name], you're right that the job ran a week late, and we should have kept you better informed. The delay came from the county inspection schedule, which we don't control. I'm sorry for the hassle. If anything still needs attention, call me at [phone]. – [Your name]"

Never threaten legal action in a reply. The FTC rule bans unfounded legal threats against reviewers. If you believe a review is actually defamatory, that is a legal question for a lawyer licensed in your state, not something to fight out in the reply box.

Reporting a review that breaks the rules

What Google will and won't remove

Google's page Report inappropriate reviews says: "You can report any review, but only those that violate Google policies are eligible for removal." It adds: "Do not report a review just because you disagree with it or dislike it," and "Google doesn't get involved in conflict between businesses and customers."

Reviews worth reporting are ones that break the content policy, for example:

• Spam or fake reviews, including a review from someone who was never your customer.
• Off-topic content. Google's rule is: "Only post content that is based on your experience or questions about experiences at a specific location."
• Conflict of interest, such as a competitor or a former employee reviewing you.
• Harassment, hate speech, profanity or obscene content.
• Personal information posted without consent, such as your home address or a crew member's full name.

An honest one-star review about a late start, a price or a mess is not removable. Neither is a factual dispute about who said what. Reply to those instead.

How to report

From your Business Profile:

1. Go to your Business Profile.
2. Select Read reviews.
3. Next to the review, select Report.
4. Select the reason.
5. Select Send report.

Or use the Reviews Management Tool (the page is titled "Manage your Google Business reviews"):

1. Open the Reviews Management Tool.
2. If the email shown is the one linked to your Business Profile, select Confirm.
3. Select your business.
4. Select Continue, then Report a new review for removal, then Continue.
5. Next to the review, select Report, choose the reason in the new tab, and select Submit.

How long it takes, and the limits

• Google says: "Review evaluation typically takes several days." It gives no exact number.
• To see where your report stands, go back to the same tool and choose Check the status of a review I reported previously and appeal options. Statuses include Decision pending, Report reviewed - no policy violation, and Escalated - check your email for updates.
• If a review isn't removed, you get one appeal per review: select Appeal eligible reviews, choose the review (up to 10 at a time), select Submit an appeal, and fill out the form. Google emails you the result. If the review complies with policy, it stays up.
• Google uses automated spam detection, and it says this can "mistakenly remove legitimate reviews." If a real customer's review disappears, contact Business Profile support through the Contact us link at the bottom of Google's help pages. Google's missing reviews page also says new reviews can take a few days to appear while they're checked, and that "reviews removed for policy violations won't be restored."

If someone demands money to stop bad reviews

A sudden wave of one-star reviews followed by a demand for payment is what Google calls a negative review extortion scam. Google's advice is: "Do not engage with or pay the malicious individuals." Take screenshots right away and report it with the merchant extortion report form linked from Google's extortion scams page.

Review counts, ratings and ranking: what Google actually says

Google's page Tips to improve your local ranking on Google lists three factors: relevance, distance and prominence. Under prominence, it says this factor is "based on info like how many websites link to your business and how many reviews you have," and that "more reviews and positive ratings can help your business's local ranking." It also says: "There's no way to request or pay for a better local ranking on Google."

That's as far as Google goes. It publishes no magic number of reviews, no minimum star rating, and nothing on how much review recency counts. Anyone who quotes you an exact threshold is guessing. A steady habit of asking every customer gets you more reviews, more recent ones, and a profile that looks real. Google itself says "a mix of positive and negative feedback often feels more trustworthy."

Checklist

• Remove any "no negative reviews" or review-fee clause from your estimate, contract and website terms.
• Get your review link and QR code from business.google.com on a computer, and save the link on every phone that sends invoices.
• Put the link on your final invoice and in your job-complete text or email.
• Ask every customer, at the same point in the job, with the same words.
• Send one follow-up, never more.
• No discounts, gifts, drawings or staff bonuses tied to reviews.
• No reviews from you, your crew, ex-employees, family or partner businesses.
• Reply to new reviews, good and bad, without promotions or private details.
• Report only reviews that break Google's policy, then check the status in the Reviews Management Tool.
• Recheck Google's and the FTC's pages at least once a year. Both get updated.